Following a 100-day Brand Discovery™ process that began in January 2025, Propaganda developed a bold brand and creative strategy to help ASCO accelerate growth across new and existing markets, leading to the unveiling of its new identity in December 2025 across 21 locations in 9 countries and 5 continents.
With deep expertise in complex energy operations, ASCO has evolved into a leading logistics, materials and operations management specialist for the high-risk industries that keep the world moving. Seeking to accelerate growth and stand out, ASCO partnered with Propaganda following an introduction from their investors, Endless LLP, for whom Propaganda has delivered a history of transformational work.
The rebrand was shaped by extensive research and in-depth interviews with ASCO’s internal team, customers, suppliers and the wider industries the business serves. Our Brand Discovery™ revealed a powerful point of difference: ASCO’s rare ability to both consult and implement. Where competitors typically offer strategic advice without delivery, or operational execution without strategic thinking, ASCO does both.
This insight became the foundation for ASCO’s new brand proposition: ‘Frontier Thinking’. Blending meticulous planning and impeccable delivery, ‘Frontier Thinking’ reflects ASCO’s ability to operate at the edge of complexity, ensuring high-value projects never stop moving.
This resulted in a confident rebrand that positions ASCO as a new class of partner and a clear industry leader. Propaganda’s scope of work included a new brand identity, corporate brochure, corporate presenter, brand film, new global website, refreshed imagery, tone of voice and messaging, and an initial social media strategy.
Fraser Stewart, CCO at ASCO said, “We came to Propaganda with high expectations, and they have exceeded every single one – with a commercially grounded, strategically astute, and creatively inspiring output. We need the world to know and understand the value we can deliver to large-scale, complex programmes – unlocking real value for the stakeholders and the communities they serve. This will involve taking our hard-earned reputation within our heritage markets into new industries and geographies.”
Check out ASCO’s brand new website: https://ascoworld.com/